By BrandsShouts Assam is not only a state in India’s map, but it is a place where rolling tea gardens meet wild riverbanks, where culture feels alive. Assam is known for various reasons, and Tea is undoubtedly the top reason people know Assam for.
However, Assam was a little hidden from the global spotlight, even with such lush green gardens, breathtaking beauty, and beautiful culture. To promote Assam Tourism, Priyanka Chopra was assigned to this role.
Priyanka Chopra is one of the most well-known celebrities known for amazing acting, singing, and a lot more. Assigning Priyanka to this role was not about glamour, but it was a strategic decision to tell the world that Assam is something special.
Priyanka Chopra – The Face of Assam Tourism
Assam is one of the most beautiful places in India, and it is hard to imagine this place without tea gardens, the mighty Brahmaputra, and the wild beauty of Kaziranga. It was 2016 when the Assam government decided to assign Priyanka Chopra this role.
Priyanka Chopra is the star who went global with her hard work and talent. The campaign was named “Awesome Assam.”
The idea was simple: pair a world-famous face with a destination that deserves more attention on the global stage and this worked perfectly in creating curiosity.
How It All Started?
Before Priyanka’s name came into the picture, there were talks with other celebrities. The tourism board zeroed in on Priyanka.
Key details from her appointment:
- Joined in December 2016
- Signed a two-year contract
- No ambassador fee, but expenses for shoots and promotions are covered
- The campaign aimed at attracting tourists from the US, UK, Japan, Germany, and other countries.
She made her first official visit to Guwahati in December 2016 for the International Tour Operators Conclave, signalling the start of the campaign.
The “Awesome Assam” Campaign
The campaign wanted to show Assam as more than just its famous spots. It showcased:
- Tea Gardens – lush green stretches that go on forever
- Wildlife – especially Kaziranga’s one-horned rhinoceros
- River Cruises – the charm of the Brahmaputra
- Cultural Heritage – weaving villages, dance, and festivals
- Tribal Arts – rich craftsmanship that tells stories
The tone was warm and inviting. That “Awesome Assam” tagline stuck in people’s heads – simple, friendly, and easy to remember.